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Five amazing shows
The BBC Good Food Shows are the UK’s most established food and drink events with 25 years heritage. Attracting over 265,000 food enthusiasts throughout the year, the BBC Good Food Shows feature celebrity chefs, demonstrations and the finest food and drink producers and brands from around the UK and the world.
The BBC Good Food Shows attract over 300,000 food enthusiasts across the country.
Over 1,000 unique exhibitors and sponsors took part in 2015.
We reach 10 million through our associated Marketing and PR campaigns.
Over £27 million spent at the Shows in 2016
Culinary hero's such as Mary Berry, Paul Hollywood, John Torode, James Martin, Tom Kerridge, Michel Roux Jr. and the Hairy Bikers all appear regularly across the portfolio of BBC Good Food Shows.
NEC, Birmingham14 – 17 June 201899,000 visitors in 2017
SECC, Glasgow20 – 22 October 201719,000 visitors expected in 2017
NEC, Birmingham30 November – 3 December 201780,000 visitors expected in 2017
HIC, Harrogate11 – 13 May 201812,000 visitors in 2017
Belfast Waterfront10 – 12 November 201712,500 visitors expected in 2017
Our Portfolio
Spring / Summer Season Autumn / Winter Season
In depth Acorn analysis available
Working with the very best brands
Our audience
Net promoter score of + 36
Average HouseholdIncome of£56,000
A marketing & PR reach of +25 million
78% ABC1
714,000 Facebook followers
£103 average spend per visitor
323,000 Twitter
followers
Building on BBC Good Food’s Brand
UK’s #1 food magazine in digital and
284,000 Instagram followers
12.5m Monthly UUs - UK’s biggest food website
42m UK monthly page impressions
3mBBC Good Food TV
1.3mReaders
No.1Food & Women’s
lifestyle digital edition
UK’s no.1 selling food magazine
2mMobile appdownloads
250kVisitors at BBC Good
Food Shows
The brand
A highly targeted audience
Close analysis of our show audiences allows for unparalleled insight into the BBC Good Food Shows visitor
Affluent Professionals14%
Comfortable Seniors12%
Contemporary Workers
12%
Promotion Chasers28%
Steady Families12%
Successful Families18%
Unknown4%
AUDIENCE SEGMENTATION ACROSS THE SHOWS
Core demographics for media targeting
Data provided by Serendipity2
Affluent Professionals
• 45-60 years• Senior managerial positions• High income• Sainsbury’s & Waitrose shoppers• Online shoppers• Social media activists
Successful Families
• 36-45 years• 70-100k income• Advancing careers• School-aged children• Sainsbury's & Waitrose shoppers• Online shoppers• Social media activists
Data provided by Legend Engage
Tribe 4:
London foodies
Audience size: 9,132 59.8% female Largest age group: 25-34 (42.5%)
London-centric food fanatics, work hard and indulge in eating out and dinner parties, follow food and travel bloggers for latest and best
Smallest tribe but largest sphere of influence c 22.5 million
Tribe 1:
Cooking shows and celebrity chef following
Audience size: 17,254 60% female Largest age group: 25-34 (41%)
Engaged with BBC programmes
Most likely to share tweets from BBC and charitable causes
Sphere of influence c. 20.3 million
Tribe 2:
Local independent food businesses
Audience size: 12,373 74% female Largest age group: 35-44 (35%)
Engaged with food brands, cooking products/ equipment, healthy living and other foodies
Sphere of influence c. 20.5 million
Tribe 3:
Chefs and hospitality workers
Audience size: 9,906 50.6% female Largest age group: 25-34 (41%)
Promote selves and their food on twitter, follow chefs, food trends, criticsEngage in competitions, share sport related posts and recipes (curate and consumer content)
Sphere of influence c. 6 million
Social Following
Our social media following can be deconstructed into 10 distinctive tribes with a sphere of influence totaling over70 million. Analysing and segmenting this data provides actionable insights into opportunities to strategically growsocial audiences, that can then be directly targeted by our digital campaigns in the build up to a show.
Sponsorship Opportunities at the Shows
Each of the BBC Good Food Shows poses great and varied opportunity for brands looking to reach and exceed their commercial objectives through bespoke partnership activations.
The ever-expanding sphere of live events is the most effective means of communicating your brand’s messaging in an engaging and memorable way.
Well in advance of the on-site activation we support our sponsorswith a comprehensive digital content campaign that elevates bothbrand and sponsored feature to our database of active foodies:
• 985,000-strong database
• 360° reach across our cross-platform channels and thewider Good Food portfolio channels
• Print, Digital, Email and Social Media coverage reaching atotal audience of 2.4 million
• A collaborative approach to producing an expansivecampaign, tailored to satisfy your every commercialobjective
• The BBC Good Food brand is recognised in a vast, diverseand expanding sphere
o 714,000 followers on Facebooko 323,000 followers on Twittero 284,000 followers on Instagramo 1,300,000 magazine readers
Year-round support
CONTENT &
EDITORIALBig Kitchen BBC Good Food Stage Winter/ Summer Kitchen
BBC Good Food RestaurantProducers’ Village Tasting Theatre VIP/ Luxe Lounge
Interactive Masterclasses Shop & Drop Regional Demo Stage English Tea Garden
We have helped deliver successful bespoke campaigns for:
• Supermarkets
• Technology manufacturers
• High Street retailers
• Household brands
• Finance companies
• Tourism agencies
• Utility providers
• And many more…
Extended brand awareness can be achieved by:
• Association with BBC, talent, partner brands
• Credible product and brand demonstrations
• Stage and show area sponsorship
• A supporting digital content campaign
• Data collection and sharing
Partnership Opportunities
Case Study: The Supertheatre sponsored by Aldi
The Activation:
• Aldi as the exclusive grocery supplier to the Supertheatre.
• Aldi branding and logo to be displayed on the Supertheatre set.
• Aldi allocated a stand on exhibition floor to sell products.
• Aldi supported by thorough digital content campaign in show build-up.
The Results:
• Aldi positioned itself in front of consumers’ minds, taking market share from the likes of Waitrose and Sainsbury’s that typically held a monopoly over the Good Food Show visitors.
• A survey revealed that 78% of participants were either ’likely’ or ‘very likely’ to shop with Aldi in the three months after the show.
• Aldi were able to promote their growing wine supplies through a 60-second ad reel that was played on big screens for audiences’ attention.
• The Supertheatre made for a memorable Show experience. 71% described it as a major highlight of their visit, with 94% of participants aware of Aldi’s headline sponsorship of the feature.
In 2016, the main chef demonstration stage at The BBC Good Food Shows Scotland, Winter and London was sponsored by Aldi. Unquestionably this agreement proved a massive success, presenting Aldi with an unrivalled platform through which to promote their products and to realize their marketing objectives.
Here’s what it could look like
Case Study: Lexus as the Headline Sponsor
Since 2014, Lexus has been the headline sponsor of the BBC Good Food Shows. This agreement has offered ample branding and experiential opportunities across the UK for the car giant.
As the headline sponsor, Lexus is integrated into varied editorial features across the shows. From Discover & Learn stages, to sponsored VIP dinners, to sponsored show-specific competitions, Lexus is constantly at the forefront of show opportunities and its brand integrated into every marketing output.
MARKET SHAREThe BBC Good Food Show car parks are full of competitor vehicles to Lexus. With 75% of visitors exploring a Lexus close up, the company successfully positions itself in front of mind, stealing back market share from the likes of BMW, Mercedes Benz, Audi.
NO PRESSURE ENVIRONMENTAs the one and only car manufacturer present, Lexus avoid any brand dilution or competition that they might find at a car show, for example. This dominance has resulted in test-drive booking figures so successful that they keep on coming back for more.
ALIGNED TARGET AUDIENCEThe BBC Good Food Shows provide the perfect audiences that Lexus seek to target. Sponsoring the shows provides Lexus with the perfect opportunity to communicate its brand messaging to the affluent professionals and successful families that it targets as prospective buyers.
Contacts
Emily ClokeCommercial [email protected] 405 4285
Natalie CarneMarketing [email protected] 405 4205
Rachael [email protected]
